Author Liu Xiaoqi

According to IPO news, Yilala Group Co., Ltd. (hereinafter referred to as "Yilala") has signed a listing counseling agreement with CITIC Securities, and recently filed it with Shandong Securities Regulatory Bureau.

Yilala is a children's clothing store established on 20 17, which mainly sells all kinds of baby clothes, children's underwear sets under 1 1, T-shirts, cotton spinning products, outdoor clothes, and a few clothes are in the size of 12- 17.

At present, Yilala mainly adopts the online sales model and has an official flagship store in Tmall JD.COM; The number of offline physical stores (Yilala cotton goods store) is not large, and there are about ten in the country, mainly concentrated in the sinking market, such as Xingtai, Taizhou, Suqian, Huai' an and other third-and fourth-tier cities.

Tianyancha App shows that Yilala has three major shareholders, and Yantai Baochuang Investment Co., Ltd. (hereinafter referred to as "Baochuang Investment") ranks first with 75% of the shares; Chairman Yu Hefan holds 19% and 6% respectively, ranking second and third. It should be pointed out that Yu holds 75.25% of the shares of Baochuang Investment and is the actual controller of Yilala.

This year's "Double Eleven National Conference" came very early, and almost all the participating businesses in the whole network started the pre-sale of goods on June 5438+1October 2 1; 1 1 month, start the second wave of promotion. However, Elara's customer service in JD.COM said that they did not participate in the pre-sale activities of Tmall or JD.COM flagship stores, and the only discount was the website's full reduction activities.

However, even if the discount is small, easy-to-pull consumers seldom complain. Because its price itself is to take the people-friendly route, almost all individual clothes are within 100 yuan; I have browsed all the products, and the most expensive one is a 0- 1 year-old girl plus a three-piece suit of cotton-padded jacket, vest and trousers, which costs 322 yuan, and the hand price is 289 yuan after adding Tmall full reduction activities.

There are not many domestic A-share listed children's wear brands, and there are mainly four brands, namely MASON Clothing (002563), the main body of Balabala. SZ), Aner (002875. SZ), blond rabbi (002762. SZ) and Agricultural Bank of China children's main starting stock (603557. Shh). If Yilala can go public smoothly, it will add new strength to the listed children's wear enterprises.